PUMA Transforms Product Campaign Development with Google Cloud's Generative AI
Customer Company Size
Large Corporate
Region
- Europe
- America
- Asia
Country
- Germany
- United States
- Japan
Product
- Imagen on Vertex AI
- Google Cloud's Vertex AI Search for Retail
- Imagen 3
Tech Stack
- Generative AI
- AI Imagery
- Text-to-Image Model
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Productivity Improvements
- Customer Satisfaction
- Revenue Growth
Technology Category
- Analytics & Modeling - Generative AI
- Platform as a Service (PaaS) - Data Management Platforms
Applicable Industries
- Retail
- E-Commerce
Applicable Functions
- Sales & Marketing
- Business Operation
Use Cases
- Digital Twin
- Generative AI
- Predictive Replenishment
Services
- Cloud Planning, Design & Implementation Services
- Software Design & Engineering Services
About The Customer
PUMA is one of the world's leading sports brands, known for designing, developing, selling, and marketing footwear, apparel, and accessories. With a history spanning over 75 years, PUMA has consistently pushed the boundaries of sport and culture by creating fast products for the world's fastest athletes. The company offers performance and sport-inspired lifestyle products in various categories, including Football, Running and Training, Basketball, Golf, and Motorsports. PUMA collaborates with renowned designers and brands to infuse sport influences into street culture and fashion. The PUMA Group owns the brands PUMA, Cobra Golf, and stichd, distributing its products in more than 120 countries. Headquartered in Herzogenaurach, Germany, PUMA employs approximately 20,000 people worldwide, making it a significant player in the global sports industry.
The Challenge
PUMA faces the challenge of launching thousands of new products on its e-commerce site every year, requiring a streamlined and efficient process to manage product imagery and campaign development. The company aims to enhance the digital shopping experience for its consumers worldwide by leveraging advanced technologies. PUMA's goal is to improve click-through rates and accelerate the time-to-market for its digital campaigns globally. Additionally, PUMA seeks to tailor content to specific market needs, providing personalized and relevant imagery for different regions, such as Japan. The challenge is to integrate these capabilities into their existing e-commerce ecosystem and achieve significant benefits across their online shopping portfolio.
The Solution
PUMA has partnered with Google Cloud to enhance its digital shopping experience using generative AI technology. By utilizing Imagen on Vertex AI, PUMA can create dynamic and personalized product imagery, improving click-through rates and accelerating the time-to-market for digital campaigns. This technology allows PUMA to generate relevant imagery tailored to the product, customer, and region, providing a more personalized shopping experience. For instance, customers in Japan may see lifestyle shoes in a local context, such as the streets of Ginza or the foothills of Mt. Fuji. Beyond image generation, Imagen on Vertex AI also aids PUMA content editors with image editing tasks, such as shadowing, composition, color accuracy, resolution, and product positioning. Since migrating its e-commerce ecosystem to Google Cloud, PUMA has experienced significant benefits, including increased average order value (AOV) and reduced time to market. The company plans to explore Imagen 3, Google Cloud's latest text-to-image model, to further advance and scale campaign creation. Additionally, PUMA intends to expand the implementation of Google Cloud's Vertex AI Search for Retail to more subsidiaries, aiming to improve AOV and overall shopper conversion rates.
Operational Impact
Quantitative Benefit
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